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Meet the lazy marketer’s best friend: the email autoresponder. An autoresponder is just a sequence of email marketing messages that gets sent to subscribers in the order and frequency that you decide. It delivers your best content, in the best possible order and frequency, to every new reader who finds you. Forever. Join us for a step-by-step guide to building an email autoresponder that works!
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HOW-TO:Write Email Marketing
MessagesThat Get Opened & Read
+Chris Mohritz | [email protected] | #IdeaToOperations
OUR JOURNEY
● Why email● Where to start● Creating results● Best practices● Resources
We’ll jump right inFeel free to ask about my background after session
MY GOAL
Everyone leaves today with a view intohow to structure your email sequence, andconcrete steps to compose the messages
WHY EMAILIt (Still) Rocks
KEEPS ON TICKING
● Still most cost-effective way to promote● Build loyal followers● More followers drives repeat traffic● Easy to track response rates● Higher engagement = higher conversions● Higher conversions = fatter bottom line● What’s new: mobile readers
WHERE TO STARTMake Something Good, Better
BUILD A SWIPE FILE
● Optin at related blogs & businesses● Check your email (lists you’re already on)● Search Google for top (related) articles● slideshare.
net/brianabbott/autoresponder-message-sample-series-free-sequence-of-emails-to-swipe
Note: starting points only, make it yours:your voice, your message, to your audience
CREATING RESULTSHelp Them Get Where They Want To Go
HOW TO RISE ABOVE NOISE
● Provide genuine value to your audience● Be their [ Path to Mastery ]● Don’t look like everyone else● Don’t sound like everyone else
eg. Most emails are self-servingSo be “reader-serving”
YOUR AUDIENCE HAS A GOAL
THEY FEEL OVERWHELMED
GIVE THEM ACHIEVABLE CHUNKS
DRIP-FEED THE SOLUTIONS
● Guide them to each milestone● One milestone per email*● Focus on (only) one milestone at a time● Want them to say: “Done. Now what?”
BEST PRACTICESDon’t Add To The Noise
RISE ABOVE THE SPAM FOLDER
● Subject = Get the open● First sentence = Get the read● Avoid the “Bounce”● Most marketers are way behind the curve● Forget the sales pitch● Develop a relationship● Be a student, not a salesman
MAKE IT A FAIR EXCHANGE
● Your valuable information, for their valuable time
● We’re in an “Attention Economy”● No value = No attention
UNDERSTAND YOUR AUDIENCE
Think through the entire experience● http://wireframes.linowski.ca/wp-
content/themes/darwin/images/full141.png
SPEAK TO YOUR IDEAL READER
● Speak to one person (“you”)● What terminology do they use?
GET TO THE POINT QUICKLY
● Demonstrate respect for their time
TELL A STORY
● What people will your audience relate to?● Easiest way to sell anything● Readers want to connect with you● Builds authority● Conveys friendliness
BE SUCCINCT & TO THE POINT
● Your message must be crystal clear● Edit and re-edit● Have others read and edit● Respect the reader’s time
DON’T BE A ROBOT
● “Hey, really good to see you here, hope you enjoy the content.”
GIVE THEM A WHY
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
A FEW MORE TO KEEP IN MIND
● Repeat but don’t be repetitive● State reasons why● Be consistent● Provide social proof● Use metaphors, similes, and analogies● Agitate & solve (marketing 101)● Provide a glimpse of the (better) future● Address myths & objections
GO DEEPER
copyblogger.com/email-marketing
RECAP
● Grow your swipe file!● Make something good, better● Be a “Likable Expert”● Always keep their best interests at heart
GOAL CHECK
● Know how to structure your sequence?● Ready to write?
The Mobile Minuteholhocollection.comgizmag.com/holho-smarphone-3d-projector/28645/pictures#1gizmag.com/holho-smarphone-3d-projector/28645/pictures#8